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ICI AND WAL-MART PITCH PAINT TOGETHER

By Adnews Staff

ICI Paints (Canada) and Wal-Mart Canada have joined forces to sell Glidden paint at the chain's stores. The duo launched a campaign this week using transit and mall posters created by Saatchi & Saatchi Advertising of Toronto, McNamara of Detroit and Keystone Productions of Toronto. The ad features the tagline "Look for the Glidden color collection at Wal-Mart." It shows a Glidden Paint can mosaic, which at a distance of 30 feet or more looks like an oil painting. At a shorter distance, it appears to be made up of Glidden paint chips.

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